Hospitality - Indigo brings hanging gardens to London

Campaign: Launch of Hotel Indigo

Client: InterContinental Hotels Group
PR team: Mischief
Timescale: December 2007
Budget: £40,000

Hotel Indigo is the boutique brand for InterContinental Hotels Group (IHG). After successfully rolling out in the US, the UK launch saw it open in Paddington earlier this year.

Objectives

- To raise awareness of Hotel Indigo London Paddington

- To drive room bookings.

Strategy and plan

Based around the brand's 'inspired by nature' positioning, Mischief created the world's largest hanging basket. Weighing more than a quarter of a tonne with more than 100 different varieties of flowers, it was fixed to the side of the hotel for a week.

A making-of film was shot and seeded through lifestyle, travel and trend websites, while photography was also issued to national and international media.

Measurement and evaluation

The 'Hanging Gardens of Paddington' generated more than 600 pieces of media coverage, including a feature on BBC Breakfast, a double-page spread in the Daily Express, and stories in The Daily Telegraph and Daily Mirror.

Results

The hotel website attracted more than 250,00 visits during the campaign period. Room bookings exceeded the campaign target by more than 200 per cent.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.